PROCIT : impactos e perspectivas na comunicação interna da UFPE

Abstract

This study aimed to analyze internal communication within the scope of the Federal University of Pernambuco (UFPE), from the creation of the Pró-reitoria de Comunicação, Informação e Tecnologia da Informação, PROCIT. Specifically, it sought to: rescue concepts and authors of reference in the field of research; analyze the circumstances and demands that led to the creation of a deanery dedicated to communication, as well as the objectives originally established; investigate, along with the key organization leaders, the position that internal communication occupies in PROCIT activities and the barriers encountered in their implementation; identify promising paths and proposals, with the potential to improve the internal communication of UFPE - and, possibly, its peers. In its theoretical framework, the research presented discussions about public communication, organizational communication, internal communication and networks and communication flows, as well as communication management in universities. This work was characterized as a case study of a qualitative nature, and the following methods of data collection were used: bibliographic research, documentary research and semi-structured interviews, carried out with the managers of PROCIT. To analyze the data collected through documentary research and interviews, content analysis was used, dividing the analysis into categories: attention to diversity of the internal public; communication policy; public communication; relevance to integrated organizational communication; strategic nature of communication; barriers and challenges; and knowledge and / or valuation of internal communication actions. It concludes that PROCIT's initial proposal resembles the concept of integrated organizational communication proposed by the researcher Margarida Kunsch, revealing that objectives were not fully achieved due to cultural barriers has not reached its objectives in full by cultural barriers. It also concludes that the creation of the deanery indicates a change in the university's perspective on communication, but it still requires formalization, emphasizing the importance of the construction of a communication policy.